The two television shows have each launched a new marketing initiative on niche mobile platforms. HBO's Lena Dunham starrer announced via Twitter on Jan. 3 that the show has set up a profile on Snapchat, the mobile-to-mobile photo-sharing service.

Meanwhile, Mindy Kaling'sFox comedy has set up profiles for its characters on Tinder, the dating app that scouts romantic prospects by location. Once users "swipe" themselves as a match with one of the characters, they receive a private message asking them to tune in to The Mindy Project, according to Gawker, which also notes that the show has an upcoming Tinder-themed episode.

See Mindy and Danny's very accurate Tinder profiles in the user tweet below: